Jurnal Ilmiah Multidisiplin Indonesia
Vol. 4 No. 11 (2025): Jurnal Ilmiah Multidisplin Indonesia (JIM-ID) , 2025

The Influence of Brand Reputation and Brand Experience on Consumer Loyalty Towards Viva Brand Cosmetics In ambon city

Huwae, Victor Ernest (Unknown)
Pelupessy, Merry M (Unknown)
Siahainenia, Silfiena (Unknown)

Article Info

Publish Date
16 Nov 2025

Abstract

This study aims to determine the effect of brand reputation and brand experience on consumer loyalty to Viva brand cosmetic products in Ambon City. The research method used is a quantitative approach with a survey technique. The research sample was 150 female respondents aged 25–65 years who use Viva products. Data were collected through questionnaires and analyzed using multiple linear regression analysis. The results showed that brand reputation and brand experience have a positive and significant effect on consumer loyalty. This finding emphasizes the importance of building a good brand image and creating a positive experience for consumers in increasing loyalty to Viva cosmetic products.

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Journal Info
Jurnal Ilmiah Multidisiplin Indonesia
Website

Abbrev

esaprom

Publisher

SEAN INSTITUTE

Subject

Agriculture, Biological Sciences & Forestry Computer Science & IT Earth & Planetary Sciences Engineering Physics

Description

Jurnal Ilmiah Multidisiplin Indonesia (JIM-ID) is a peer-reviewed journal regularly published by the SEAN Institute every three months. namely, several research publications to publish multi-disciplinary articles with general topics on engineering, science, agriculture, plantations, forestry and ...